Formula 1: Creating a near-real-time picture of the scale and context of F1 fan response

Formula 1, the highest class of single-seater auto racing, developed a robot that created a near-real-time picture of the scale and context of fan activity in the UK, which the brand used to uncover what excites fans most about F1.

Campaign details

Brand: Formula 1Agency: FlamingoCountry: UK

Synopsis

The challenge

F1 is one of the world's most successful sports entertainment brands, boasting 503 million fans globally, but if you ask them what they find most exciting about the races, you'd be hard pressed to get a meaningful answer beyond crashes and overtakes. This makes it a particularly tricky audience to grow. As we know from our previous work in pinpointing the appeal of F1, it's a task that involves modernising the sport and attracting younger audiences, while maintaining its heritage and staying true to its...

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